Link building is a powerful tool for driving organic traffic and improving SEO rankings, but for eCommerce websites, it’s not just beneficial—it’s essential.
Unlike blogs or service-based sites, eCommerce stores struggle with product and category pages that often have limited content and fewer natural linking opportunities. At the same time, the highly competitive nature of online retail means standing out in search results requires more than just great products—it demands a strong and strategic backlink profile.
With that in mind, here’s everything you need to know about eCommerce link building and how to use it to boost rankings, drive traffic, and increase conversions.
Why Link Building Matters for Ecommerce
Unlike blog posts or service-based websites, product and category pages often have limited textual content, making it harder for them to rank on their own. Google relies heavily on context and authority when ranking pages. Most eCommerce sites lack any substantial written content, so search engines may struggle to determine relevance.
eCommerce link building help fill this gap by acting as trust signals, reinforcing that a product or category page deserves to rank for competitive keywords. A strong backlink profile can push product pages above competitors, even when content alone isn’t enough.
9 Effective ECommerce Link Building Strategies
Now that you know why link building is especially useful for eCommerce, let’s take a look at the most common white hat link building tactics dedicated to eCommerce.
1. Partnering with niche influencers for product backlinks
Collaborating with influencers in your industry is one of the most effective ways to earn high-quality backlinks directly to product pages. Influencers often create detailed product reviews, tutorials, and recommendations on their blogs and websites, naturally linking to the items they feature. This not only strengthens your backlink profile but also brings targeted, purchase-ready traffic to your store.
To implement this, find influencers whose audience matches your ideal customer. Offer them free products or exclusive discounts in exchange for an honest review that includes backlinks to specific product pages. The more authentic and natural the placement, the more effective it will be for both SEO and conversions.
2. Securing backlinks from resource pages for eCommerce products
Resource pages are curated lists of recommended products, tools, or services within a specific niche. Being featured on these pages provides high-authority backlinks while positioning your store as a trusted source in your industry.
Start by searching for resource pages related to your products using queries like “best hiking gear” or “top-rated kitchen appliances.” Reach out to the site owner with a concise pitch, highlighting what makes your product unique and how it benefits their audience. Make it as easy as possible for them to include your product by providing a direct link to the page.
3. Building backlinks through product-specific affiliate programs
Affiliate programs are a great way to generate backlinks while encouraging others to promote your products. By offering commissions to bloggers, influencers, and website owners, you incentivize them to create content that naturally includes links to your eCommerce store.
To succeed with this strategy, set up an affiliate program with clear instructions, attractive commission rates, and marketing materials like banners or pre-written content. Focus on recruiting affiliates with websites and blogs that attract your target audience. Over time, these backlinks from affiliate content help drive both traffic and improved rankings.
4. Offering discounts or exclusive deals for backlinks
Providing exclusive discounts or deals in exchange for backlinks is a win-win strategy that encourages collaboration with blogs, forums, and niche websites. Many sites are willing to promote eCommerce stores that offer value to their audience, such as special coupon codes or limited-time promotions.
Identify relevant sites where your ideal customers are active and reach out with a partnership proposal. For example, a fitness blog could promote a discount code for your activewear store while linking to your product pages. This approach not only earns backlinks but also attracts engaged users who are more likely to convert into customers.
5. Leveraging “Where to Buy” pages on third-party websites
Many brands, manufacturers, and product review sites have dedicated “Where to Buy” sections that direct customers to retailers selling their products. Getting listed on these pages provides valuable backlinks while increasing visibility for your store. In this specific example from SONY, all links to retailers are Dofollow as well.
To take advantage of this, reach out to manufacturers or websites that mention the products you sell and request to be included as an official retailer. Provide clear details about the products you stock and a direct link to your product or category page. This strategy works especially well if you carry exclusive, hard-to-find, or high-demand products.
6. Running contests or giveaways for backlinks tied to specific products
Hosting a contest or giveaway can generate buzz while encouraging backlinks from participants and industry-related websites. By centering the promotion around your products, you can naturally attract links from bloggers, influencers, and even customers.
For example, launch a giveaway where participants must share your store or product page on their blog or website to enter. Promote the contest through email marketing and social media to maximize reach. Ensure that the giveaway rules encourage high-quality backlinks that directly contribute to your SEO strategy.
7. Pursuing backlinks from customer-generated reviews and testimonials
Encouraging customers to share their experiences with your products on their own blogs or review sites can naturally generate backlinks. Many satisfied customers are willing to write reviews or create testimonials that include links back to your eCommerce store, especially if they had a great experience.
To implement this, reach out to loyal customers and offer incentives like discounts or free products in exchange for a detailed review on their blog or a guest post featuring their experience. Additionally, ensure that your store is listed on trusted third-party review platforms where users can leave testimonials that contribute to your backlink profile.
8. Listing products in niche directories or comparison sites
Niche directories and comparison websites are excellent sources of backlinks for eCommerce stores. These platforms compile detailed lists of products within a specific industry and often include links to the stores selling them.
Find directories and comparison sites that cater to your niche, such as tech gadgets, pet supplies, or sustainable fashion. Submit your products or store for inclusion and make sure the listing contains direct links to your category or product pages. Regularly review and update your listings to keep them accurate and engaging.
9. Reclaiming unlinked mentions for product or brand names
A classic white hat link building tactic. Unlinked mentions happen when another website references your brand or product but does not include a link to your site. Reclaiming these mentions is one of the easiest ways to turn brand awareness into valuable backlinks.
Use an SEI platform to track where your brand or product names are cited online. When you find an unlinked mention, reach out to the website owner or author, thank them for featuring your brand, and politely request that they add a link to your store. Since they have already mentioned your product, most will be open to adding the link, making this a simple yet effective way to build high-quality backlinks.
5 Common Mistakes in ECommerce Link Building
1. Relying on irrelevant or low-quality backlinks
Getting backlinks from unrelated or spammy websites may seem like an easy way to build links, but it can do more harm than good. Search engines assess the relevance and authority of linking domains, and too many low-quality backlinks can make your site appear manipulative, leading to penalties.
To avoid this, focus on earning links from niche-specific and high-authority websites. A few relevant, high-quality backlinks are far more valuable than a large number of weak ones.
2. Focusing only on homepage links
Many eCommerce stores prioritize backlinks to their homepage while neglecting category and product pages. While homepage links are valuable, this approach limits the SEO potential of deeper pages that target specific keywords.
Ensure your link-building efforts also include category pages, product pages, and resource content. A well-balanced backlink profile improves search rankings across your entire site, driving targeted traffic directly to products.
3. Overusing reciprocal linking
Excessively exchanging links with other websites may seem like a quick way to build backlinks, but search engines see large-scale reciprocal linking as a red flag. A backlink profile dominated by link exchanges lacks natural diversity and may be penalized.
Limit reciprocal linking and only engage with authoritative, relevant sites when it adds genuine value. Focus on earning one-way links through organic outreach, partnerships, and high-quality content.
4. Neglecting competitor analysis
Ignoring your competitors’ backlink strategies means missing out on valuable link-building opportunities. Many of the websites linking to your competitors could also be great backlink prospects for your eCommerce store.
Use tools like Ahrefs or SEMrush to analyze where your competitors are earning backlinks. Identify niche directories, resource pages, and industry blogs that could also feature your products. Learning from your competition can refine your link-building strategy.
5. Using manipulative or spammy tactics
Black hat tactics like buying links, joining link farms, or over-optimizing anchor text may provide short-term boosts, but they often lead to penalties and long-term ranking losses. Search engines continuously crack down on manipulative link-building practices.
Prioritize white hat link-building with some grey hat tactics in the mix by creating valuable content, forming partnerships, and earning backlinks naturally. Taking shortcuts may seem tempting, but sustainable, high-quality strategies will deliver long-term SEO success.
Conclusion
A well-planned eCommerce link building strategy focuses on earning links from niche websites, influencers, directories, and resource pages rather than relying on shortcuts or manipulative tactics.
Ready to implement these strategies? Start by analyzing your current backlink profile, identifying opportunities, and reaching out to authoritative sites in your niche.
And should you need any help with our eCommerce link building, contact us and let us know!
